Will American Consumers Ever Use Refill Pouches?

Will American Consumers Ever Use Refill Pouches?

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Cambria Bold
Jul 5, 2011

Did you know that store-bought bottled cleaners are mostly water? Every year the makers of cleaning fluids (like S.C. Johnson & Son, Inc, makers of Windex) transport millions of pounds of water in the form of cleaning solutions. As a result, many companies are now starting to think about selling refill concentrate pouches to cut down on commodity and fuel costs, according to a recent article in The Wall Street Journal. But while refills are widely used in Europe (where landfills aren't as abundant), American consumers just haven't caught on to the idea, and in fact, as one consultant said, "refills have had mostly five decades of failure." What gives?

Companies are on a hunt to find ways to convince customers that the "inconvenience and potential mess of pouring cleaners from a refill bag into the original bottle is worth it." But in addition to the perceived inconvenience of a refill pouch, American consumers are also put off by the aesthetic properties of refills, i.e. those floppy plastic bags that look messy on store shelves.

• Read the full article at The Wall Street Journal. Subscription required.

Do you use refills? Do you know people who don't or won't?

(Image: Method)

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